Adidas celebrates sports this summer with its multi-sport assortment of performance footwear
As athletes continue to return to competition, Adidas is celebrating sports this summer with its multi-sport assortment of performance footwear to date. With the celebration of all sports, all teams, and all athletes at its core, the collection mirrors the renewed significance of sports as athletes are united once again. The campaign is led by Olympic bond athletes like Manpreet Singh, Lovlina Borgohain, Simranjit Kaur and Mirabai Chanu in India.
Made up of 85 footwear pieces tailored to the specific needs of athletes across 17 sports, the collection features the best of Adidas’ performance innovation, unified in a crisp solar red and white colorway. This integration of solar red is a nod to adidas‘ long standing heritage of launching its pinnacle technologies for elite sports competitions in this bold colorway; uniting athletes of today with sporting legends of the past.
Liz Callow, Senior Director of Color, Trend & Materials and lead designer for the collection, Adidas Global, comments, “It’s our belief that sport encourages healthy competition, seeing individuals doing incredible, history-making things. With a single footwear collection, we wanted to bring to life this notion and play with a sense of a fresh beginning, whilst also celebrating the past. United by red detailing, a color that as a brand we traditionally use to signify the best of our performance innovations, we hope to also demonstrate that community matters more than ever before. Regardless of who takes home the wins or the records, the real winners are athletes and fans who can once again come together to enjoy the sport.”
The collection features Adidas’ latest footwear innovations spanning sports from athletics, to weightlifting, to skating. The assortment of footwear also displays the best of Adidas’ performance technologies – including BOOST, Lightstrike Pro alongside refined EnergyRods and 4D midsoles to ensure athletes have all the tools needed to challenge their personal best this summer.
Celine DelGenes, VP Specialist Sports, Adidas Global, comments, “Throughout our history in elite competition, we are proud to have been a part of so many athlete achievements. This summer, despite all the challenges of the past year, is no different as we showcase an exciting offering of performance innovations. Our aim is to enable the incredible athletes we partner with to achieve their impossible through the products we create for them. Because when they do that, they inspire all of us to see the possibilities in our own lives, in our communities, and in our wider society.”
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